South Africa National Convention Bureau (SANCB) Amanda Kotze-Nhlapo Chief Convention Bureau Officer

South Africa Business Events Positioning Campaign

CONTEXT SANCB s mandate is to position and profile South Africa as a business events destination and serves as a one stop solution for independent information and assistance, giving neutral advice on all aspects of hosting and organising any business related events in South Africa.

AS A PART OF OUR KEY FUNCTIONS Implement a positioning strategy and communications framework that helps sell South Africa s Business Events offerings. The framework also serves as a key tool for the industry, enabling them to sell SA as a Business Events destination. HOW SUCCESS WILL BE MEASURED Increase in convention delegates - From 54 000 in 2012 to 78 000 by 2020 Increase in business events delegates - From 125 600 in 2012 to 210 000 by 2020

WHY A FOCUSSED SALES MESSAGE? 1. To convince the business events industry to choose South Africa over our competitors South Africa interests them, but there are barriers 2. Convince the international market that South Africa has the capability.

WHO will use these tools? Regional Convention Bureaus Provinces Communication framework positioning SA as a Business Events destination. Convention Centres Local PCO s Local Associations Anyone bidding to host meetings in SA NCB Sales Reps Event Services Venue s

WHO IS THIS BUSINESS EVENTS INDUSTRY AND THE SANCB FOCUS?

Tourism Conventions & Exhibitions Participants Tourists Professionals / Business People Participant Motivations Fun / Self Actualization Business / Networking / Learning Purpose of Visit Leisure Work Related Customer Needs Buyers Buyer Motivations Bargains Tour wholesalers / Travel agents Fees & Commissions High Level of Service and Product Meeting Planners / AMCs / PEOs Successful Meetings / Profitable Shows Decision Criteria Destination Appeal Facilities / Business Links / Market Issues Buyer Service Needs Distribution Channels Supply Chain Market Approach Securing the Business Size of Groups Reservations / Itineraries Travel Agents / Tour Wholesalers / GDS Hospitality Industry Advertising / Marketing / Packaging Strategic / Marketing Oriented Individuals or small groups Housing / Registration / Event Services Corp and Association HQs / AMCs / PEOs PCOs / DMCs / Venues / Event Suppliers Direct Sales Tactical / Sales Oriented 300 10,000 delegates Main Economic Impact Direct Spending Trade and Investment

THE BUSINESS EVENTS SECTOR AUDIENCE South African Business Event Destinations Conventions Incentives Meetings Exhibitions Global Associations AMCs Global Corporations Core PCOs Incentive Houses Global Corporations Global PEOs Regional Associations Corporate Agencies Regional Headquarters Regional PEOs National Associations Regional Headquarters Corporate Agencies National PEOs South African Contacts National Headquarters National Headquarters National Venues National PCOs National DMCs National Venues South African contacts are often essential, and AMCs and Core PCOs are potential intermediaries The most efficient path to market is through Incentive houses and corporate travel agencies The most efficient path to market is through corporate travel agencies SANCB will need to go directly to the organisers

CONNECTING WITH OUR TARGET AUDIENCES FOR BUSINESS EVENTS

WE NEED TO CONVINCE THEM TO CHOOSE SOUTH AFRICA OVER OTHER BUSINESS EVENTS DESTINATIONS THE BARRIERS FOR OUR TARGET MARKET Globally, meetings planners and delegates are becoming more interested in Africa but are concerned about the risks to their reputation when it comes to - cost - delivery - security - politics - economic stability

THE WORLD IS WATCHING THE IDEA IS EXCITING THE PROOF SOMEWHAT LACKING

INFORMING OUR MESSAGING TOOLKIT INSPIRE Rise with South Africa as leader in AFRICA WHAT WE SAY Africa has solved problems and transformed situations the developed world haven t even thought of. A can-do nation that has the power to transform and inspire.

INFORMING OUR MESSAGING TOOLKIT INSPIRE Rise with South Africa ENGAGE Transformative facts Customers are interested in Africa but concerned about - cost - delivery - security - politics - economic stability

INFORMING OUR MESSAGING TOOLKIT INSPIRE Rise with South Africa ENGAGE Transformative facts SANCB helps clients deliver world class events against a backdrop that will forever influence their desired outcomes in a positive and memorable way.

STRATEGIC IDEA

RISE WITH US INCLUSIVE CONTINENT COUNTRY

INTERNATIONAL CONGRESS AND CONVENTION ASSOCIATION (ICCA) SOUTH AFRICA STILL #1 SA is still the top ranked Association Congress destination in Africa and the Middle East The regional spread and footprint of association meetings are improving in SA SA hosted 106 International Association conference in 2012 Economic Value: R662m, Number of Delegates: 52 587, Number of Conference Days: 414 According to the 2012 ICCA ranking SA still host more than a third of all association meetings hosted on the continent. The University town of Stellenbosch in the Cape Wine region is ranked 7 th in Africa in 2012. Johannesburg doubled the number of association meetings it hosted in 2012 and is now ranked 3 rd on the content. SA still holds the number 1 position in Africa and 5 of our cities are ranked in the top 10 on the content. Cape Town is still our top performing city ranked number 1 followed by Johannesburg ranked 3 rd with Durban in the 4 th place, Stellenbosch ranked 7 th and Pretoria in the 9 th place.

NUMBER OF BIDS SECURED FOR SOUTH AFRICA 2013-2017 Bids 2013-2017 Total Bids Total Number of Days Estimated Delegate Numbers Estimated Economic Impact 106 Secured 461 219 980 R 2 903 544 000.00 R8.4 Million spent on 106 Bids ROI: R2,9 Billion Bids Submitted Q1 and Q2 Total Bids Total Number of Days Estimated Delegate Numbers Estimated Economic Impact 25 Submitted 101 28850 R 529 440 000.00

THE GLOBAL SUMMIT BID PRESENTATION FOR JUNE 2016 International Association Local Association Bid Support Elements by the SANCB: Bid Document (Printed and Electronic) Bid Presentation Lobbying Gifts AV Clips Presenter: Gareth Ackerman Board member and co-chairperson Consumer Goods Council of South Africa

BID DOCUMENT AND BID PRESENTATION

March 5, 2014 South African Tourism 2010

THE RESULT: SA Secured the 2016 Conference 800 1 000 CEO s and senior management of over 400 retailers, manufacturers, service providers and other stakeholders across 70 countries Forum member companies have combined sales of EUR 2.5 trillion Their retailer and manufacturer members directly employ nearly 10 million people with a further 90 million related jobs estimated along the value chain An estimated economic impact of R11.2 million An estimated 4 000 room nights 4 Conference days

TRADE SHOWS IMEX Frankfurt, Germany SA Pavilion Prescheduled Appointments: 588 Meetings The SANCB held 66 pre scheduled appointments at IMEX 2013 12 Group Destination Presentations: 120 Hosted Buyers These meetings generated 31 leads Total value of combined leads: R588.6 mill Estimated Number of Delegates: 38 140 Number of Conference Day: 164 Trade Show Activations Digital campaign targeting hosted buyer database Group presentations Press conference by the Minister of Tourism Media interview 22 Stand sharers

TRADE SHOWS CIBTM, Beijing, China SA Pavilion Prescheduled Appointments: 110 Meetings The SANCB held 27 pre scheduled appointments at CIBTM 2013 of which 18 can be converted the value is as follows: Total value of combined leads: R69.6 mill Estimated Number of Delegates: 1010 Number of Conference Day: 49 Trade Show Activations Digital campaign targeting hosted buyer database Group presentations Media interview 5 Stand sharers

DELEGATE BOOSTING ACTIVATIONS Event Name Host City Number of delegates (SA Event) Estimated Economic Impact Activation City Date of SA Event 18th World Congress on Disaster & Emergency Medicine Cape Town 1 000 R 11 200 000.00 Manchester, UK May 2015 World Congress of Nephrology Cape Town 5 000 R56 000 000.00 Hong Kong, China June 2015 International Federation of Esthetic Dentistry (IFED) Cape Town 1 000 R 11 200 000.00 Munich, Germany June 2015 41th Annual Meeting of the International Urogynecological Association Cape Town 2 000 R22 400 000.00 Dublin, Ireland May 2015 Congress of the World Veterinary Poultry Association Cape Town 2 000 R 22 400 000.00 Nantes, France 6-11 Sept 2015 Congress of International Bartenders Association Cape Town 500 R 5 600 000.00 Prague, Czech Republic 29 Sept - 4 Oct 2014 International Federation of Aesthetic Dentistry (IFED) Cape Town 2 000 R 22 400 000.00 Munich, Germany Oct-15 ICAN (Air Services Negotiations Conference) Johannesburg 300 R 3 360 000.00 Montreal, Canada 2014 World Congress on Engineering Asset Management (WCEAM) Pretoria 500 R 5 600 000.00 Hong Kong, China 28-31 Oct 2014 World Social Sciences Forum (WSSF) Johannesburg 1000 R 11 200 000.00 Montreal, Canada 2015 International Geological Sciences Congress Cape Town 10000 R 112 000 000.00 Denver, USA 27-04 Sep 2016 11 ACTIVATIONS 25 300 R182 560 000

ON SITE EVENT SERVICES Event Name Number of Delegates Economic Impact Host City Bajaj Allianz General Insurance Company Limited 365 Cape Town and North West R 9 125 000.00 Province Interacedamy Medical Panel (IAMP) Conference on Changing Patterns Non-Communicable Diseases 400 R 4 480 000.00 Johannesburg World Congress on Intensive and Critical Care Medicine (WFSICCM) 10000 R 112 000 000.00 Durban Board of Healthcare Funders Conference 800 R 8 960 000.00 Cape Town Africa Alzheimer's Congress 400 R 4 480 000.00 Johannesburg GlobCom Conference 100 R 1 120 000.00 Cape Town Kimberly Process Conference 400 R 4 480 000.00 Kimberly International Federation of Exhibition and Event Services (IFES) 2 000 R 1 680 000.00 Cape Town International Judges Conference 200 R 2 240 000.00 Cape Town Seagate Expedition of Warriors 400 R 10 000.00 Cape Town Control of Influenza Congress 1500 R 16 800 000.00 Cape Town AIA Incentive & Meeting 700 R 17 500 000.00 Cape Town Bauma Africa 1000 (Exhibitors) R 11 200 000.00 Johannesburg 13 DESTINATION MARKETING ACTIVATIONS 18 265 R 176 575 000.00

PLACEMENTS AND PR

MEDIA COVERAGE TRACKING Host City: Johannesburg Conference Date: 2 5 October 2013 Number of Delegate: 1 500 Estimated economic impact: R21 mill

MEDIA COVERAGE TRACKING

BRAND POSITIVITY THROUGH BUSINESS EVENTS?

NEW SANCB WEBSITE: LAUNCH DATE 18 NOVEMBER 2013

NEW BUSINESS EVENTS IMAGE SHOOT

BUSINESS EVENTS FACT BOOKS FOR ALL 9 PROVINCES

BUSINESS EVENTS RESEARCH PROJECT Ground Control and Grant Thornton appointed as suppliers to conduct a 3 year Business Events baseline study

MEETINGS AFRICA 2014 International Hosted Buyer Qualification Process Local Government Buyers Part of Diary System Corporate Buyer Programme with USB Africa Association Buyers MEETINGS AFRICA 2014 DATES: VENUE: Sandton Convention Centre, Johannesburg DATES: BOND DAY: Monday, 24 February 2014 SHOW DAYS: Tuesday, 25 Wednesday, 26 February 2014

WHAT S NEW AT MEETINGS AFRICA 2014 CORPORATE HOSTED BUYER PROGRAMME IN PARTNERSHIP WITH THE UNIQUE SPEAKERS BUREAU: 1 000 Qualified local corporate hosted buyers Buyers will be part of the diary system Tuesday, 25 February 2014: Official event at Meetings Africa 2014

WHAT S NEW AT MEETINGS AFRICA 2014 Digital Exhibitor and Buyer Profiles Reduced printing: Digital signage Meetings Africa 2014: Digital Focus Digital Touch Screens Digital brochure and marketing material platform Integrated Social Media Campaign

MEETINGS AFRICA 2014 TARGETS: 10% International Buyers 161 IMEX-MPI-MCI Future Leaders Forum 30 Association Buyers 37 Government Buyers 15 Regional African Exhibitors 24 Visitors 1306 Local Corporate Buyers 110 Media 126

THANK YOU